Title: Analysis building customer engagement through e-CRM in the era of digital banking in Indonesia

Authors: Chandra Hendriyani; Sam'un Jaja Raharja

Addresses: Department of Business Administration, Faculty of Social and Political Sciences, Universitas Padjadjaran (UNPAD), Indonesia ' Department of Business Administration, Faculty of Social and Political Sciences, Universitas Padjadjaran (UNPAD), Indonesia

Abstract: Transformations in technology triggered by many companies have changed their platform to business digitisation and involved the customers to improve competitiveness by creating proximity and fast response. This transformation into digitisation will encourage customer engagement. Customer engagement is conducted via e-CRM application supported by the database, website, e-mail and social media marketing as a tool to develop customer intimacy. This study is intended to illustrate forms of e-CRM which is used to develop customer engagement in the banking industry in Indonesia. The method used in this study was qualitative research with descriptive approach. The data collection techniques applied by conducting the observation and literature study. The results show that the use of internet technology in banking such as website, customer service online, e-mail and social media marketing found significant relationships that pursue sustainability. Thus, it indicates that the implementation of e-CRM obviously has created engagement and solutions for customers.

Keywords: customer engagement; e-CRM; social media; website; Indonesia.

DOI: 10.1504/IJEPEE.2018.094820

International Journal of Economic Policy in Emerging Economies, 2018 Vol.11 No.5, pp.479 - 486

Received: 02 Mar 2017
Accepted: 25 Jun 2017
Published online: 23 Sep 2018 *

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